Meet Section Moscow’s Only All-Russian Pop-Up Shop

When savvy shoppers head to Moscow, they know that Tsum, the luxe department store, and Gum, the indoor mall that borders the Red Square, are must-visit places to shop for designer clothing and accessories. Now a third name has been added to the short list of heralded boutiques. Allow us to introduce you to Section, a pop-up shop dedicated to the top designers in Russian fashion. Located inside Gum, Section is a project from father and son, Mikhail and Ilya Kusnirovich. Mikhail is the founder of the well-known Russian brand, Bosco di Ciliegi, which is one of the country’s biggest retail groups, operating branches dedicated to men’s, women’s, children’s, jewelry, and shoes. His son, Ilya, is in charge of Section, a five-month pop-up shop, that is open now through February 2018.

Mikhail and Ilya Kusnirovich

The three-story boutique features men’s and women’s clothing from 40 Russian designers, a small selection of home goods, and jewelry. However, it’s more than just a shop, it’s a cultural center where Ilya and his chic friends hang out. On the top floor, there is a coffee bar and a ping pong table. The space is frequently used to host events, catered by the family’s restaurant, Bosco Cafe.

A ping pong table and coffee bar at Section

Ilya, who recently sat down with Haute Living over coffee at Section, explains that it’s not only a celebration of the Russian fashion industry, but also the latest cultural achievements. “We want it to be the beginning gate to explore the Russian culture,” Kusnirovich says. “Gum gave us the chance to be here on the first floor, next door to Olympic Tone, which is amazingly important. Not only to the Russian designers, which is a big deal to them, but it also encourages people to start buying Russian clothing again.”

As a new generation of Russians learn how to think for themselves, without any government regulation, it’s an exciting—and nostalgic—time for the fashion and design worlds. After years of sameness, designers and consumers are embracing uniqueness and seeking out pieces that no one else has. “Sometimes it’s good to show off in a fun way,” Kusnirovich explains of a tendency toward flashy looks. “Just to show maybe, to give a chance to see, this new generation of Russian design, of Russian culture.”

Section’s storefront is next to the Red Square

At Section, you’ll find plenty of original clothing—Alexandr Rogov’s playful sportswear, Artem Shumov’s excellent suits, and Laroom’s luxurious coats. The boutique itself is bright and airy with primary colors—blue, orange, red—painted in geometric patterns around the space. Interesting chandeliers provide ample light and posters inspired by the avant-garde era of the 1960s add a touch of whimsy. The Kusniroviches are hoping that shops like Section will make Moscow more of a tourist destination. With the city gearing up to host the World Cup next summer, it’s clear thatSection is really on to something. “We already had the idea that fashion couldn’t be separated from art, music, or architecture. It all has to be combined to create this 360 degree atmosphere,” Kusnirovich says. “That’s also what we are trying to show here. It’s not only the designers and fashion, we’re trying to create a sense of a positive Russian community.”